How to Send Your Posts via Email Using RSS

Email marketing is one of those channels that rarely disappoints when explored sufficiently. The problem is that many times, due to lack of time or knowledge, we stick to the most superficial actions.

In this post, I want to go a bit further and delve into an advanced action that some email platforms offer: sending your blog posts via email using RSS.

What Exactly is RSS?

I won’t go into too much detail, but it’s necessary to have a clear understanding of this concept to continue. It is a content syndication system that users use to automatically receive updates that occur on a website, hence its name (Really Simple Syndication).

Let’s say that thanks to RSS, it is not necessary to frequently visit a page or blog since an XML is generated that can be read using a specific tool for it like Feedly, Feedspot, or even your computer’s browser using an RSS reading extension. All sources of information are aggregated for quick and easy consultation.

Using RSS with Email Marketing

Now let’s get to the interesting part. It turns out that one of the strongest points of email marketing has always been the ability to automate a large part of communication and marketing strategy.

Within daily tasks, generating content is given great importance due to its cross-cutting relevance in most aspects of online marketing (SEO, Social Media…)

What we cannot lose sight of is that content needs to be dynamized to get the most out of it, and many times we limit that dynamization to social media overlooking an audience that is particularly receptive: the subscribers of our newsletter.

Subscribing to a newsletter means taking one step further in your engagement with the brand. It shows notable interest, implying that you want to receive news firsthand and as soon as possible. What sense does a subscription make when you receive updates earlier on social media?

Returning to the issue of automation with which we opened this point.

How would you feel about completely forgetting about it and sending your blog posts via email using RSS and doing practically nothing?

How to Do It?

The first thing you need to do is ensure that your email marketing tool allows this option. Personally, I use Acumbamail for my campaigns and this is among its functionalities. Then, obviously, the RSS feed that corresponds to your blog.

The technical procedure will vary depending on the platform you are using but essentially what you need to do is configure it in such a way that you are telling the tool what the blog URL is where the entries will appear, define the email subject, the account you want to appear in the from… and if you want the post images to be included in the email (this is not available on all platforms).

The last step is to think about the frequency with which you want the emails to be sent and that’s it.

Advantages of Using RSS in Email Marketing

As you can see, it is really simple and will help you reduce the number of manual tasks that the department head has to perform manually.

As the digital strategy becomes more complex, it is essential that we become increasingly productive. All processes that can be mechanized will prevent us from having to dedicate time that we should be putting directly into analysis.

From the user’s perspective, as we have already mentioned, using this syndicated content for creating automated email marketing campaigns provides them with immediacy that they may interpret as “special attention” or recognition of their interest. On the other hand, it helps us keep the channel open as long as our communications provide value and do not become a nuisance.

Hence the importance of choosing a reasonable frequency (if your blog is updated three times a week, don’t even think about sending an email for each post or you could provoke exactly the opposite effect you were looking for).